Fuel for Thought: Lissie Mackintosh on the Role of Content Creators, Women in F1

The 23-year-old has emerged as one of the rising social media stars in motorsports, and she finds herself in a unique position to grow the community around the sport.

There’s no denying the growth of Formula 1 over the past few seasons. Although much of that can be pinned down to the hit Netflix series Drive to Survive, the championship has undergone a huge face-lift in recent years. Liberty Media bought Formula 1 back in 2017, and since then, it has continued to shake up the DNA of the sport and completely change how it delivers content to fans.

One significant addition is the rise of content creators, and in Formula 1, Lissie Mackintosh has emerged as one of the rising stars in this space. The 23-year-old now boasts almost a half million followers across her platforms, and she regularly presents in the Formula 1 paddock. She also has her own podcast called Going Purple, where she directly connects with her audience and engages fans new and old in F1 on various topics.

Ahead of the Azerbaijan Grand Prix, Sports Illustrated spoke with Mackintosh about her entrance into the sport, her experience as a woman in Formula 1, how she approaches content creation on social media and more.

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Sports Illustrated: When did you first discover your passion for motorsport?

Lissie Mackintosh: I watched Formula 1 for a long time. It was always on and a cool thing to watch. I followed along during the Lewis Hamilton domination era. And then Drive to Survive came out, and I noticed more fans were coming into the sport. The whole dialogue around Formula 1 changed, and there is more to be done here and more stories to tell.

SI: What is it about Formula 1 that you love the most?

LM: For me, it will always be the feeling of the cars going into that first turn. There isn’t a better feeling in the world. The adrenaline you get is the greatest rush even though you’re sitting down, and they’re the ones driving!

SI: When did you decide to start creating content based on motorsport?

LM: Formula 1 was changing a lot, and something was missing, even as a fan. I questioned why there was no community in this sport. There will always be a space for traditional media. It’s going nowhere, but where is the community aspect of it? I wanted to create this community and talk about Formula 1, but not in such a serious way for a serious sport. Ultimately, sport is entertainment, and it can be confusing. I thought, why not bring all those people together and do something that I think still needs to be done—bringing the sport to life by bridging that gap between sport and fan.

SI: You have a special audience who is proud of how far you’ve come. Do you feel you have a duty to keep it happy and yourself constantly busy?

LM: I feel a huge responsibility and I am protective of my audience. I never thought this would be the kind of dynamic I would have with an online audience because it’s so rare. Some people do dig into your personal life or have opinions on everything you do. Imagine you are at your job, and someone could come up to your desk and say, “You’re s---.” It’s tough, and no one teaches you how to handle it. I feel a responsibility as a woman in motorsport to represent that group of young women who follow me.

SI: When presenting in the Formula 1 paddock, have you been surprised at the number of women working there? Either positively or negatively.

LM: It’s important to remember that progress is being made, but the representation of women in Formula 1… I don’t think we can settle with being where we are. As a woman, you come to work with this innate need to prove yourself and why you’re there. When I’m in the paddock with a group of women, I learn from the best, and it’s this feeling we’re all together here, and they really get it. It’s great to see teams and individuals also being allies to that.

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SI: How have you found filming content with drivers in Formula 1? Have they been receptive to the changes in the digital landscape with things like TikTok trends?

LM: I have some excellent behind-the-scenes stories and many videos in my drafts. I filmed a video with Nico Hülkenberg (current driver for Haas F1 Team), where he had to throw a bucket of water over me. I remember he was so keen to do it. The first time we filmed it, he only got one of my legs, and he was like, “We’ve got to do it again.” Five takes later, and we got the shot. He’s a great guy and very funny. Every project is so different, which is also so exciting for me, and the teams are so receptive to my visions. Some of them have no idea. They’re like, “Lissie, I am not dancing for your TikTok,” and I say, “No, you’re dancing.”

Formula 1 is changing massively, and it needs to change. It needs to engage the fans. We often credit Drive to Survive for bringing in and engaging fans, but the show comes out once a year. We’ve got a month break now, and it’s creators who are keeping fans engaged and entertained every day. Teams are starting to see that by bringing fresh energy and ideas and people who ultimately have that engagement with the audiences. We can also use that for a positive impact to make fans feel included but make teams feel like they’re keeping up with things. I’m supposed to be a leader in that area.

SI: Has content creation in the motorsport space reached its peak? Where do you see Formula 1 as a championship heading in the next few years?

LM: I think content creators and different streams of media are what’s going to bolster Formula 1. Ninety-five percent of F1 fans will never attend a race in their lives, and so we have to grow the sport away from the track. And social media is such a powerful tool to do so. It’s a fantastic product that Formula 1 is selling, and it will be interesting to see where the championship and the racing goes. But no, I don’t think we’re at a peak. There’s still so much more work that can be done. Who knows what online will look like in 10 years and whether Drive to Survive will be a thing of the past.